Video: Can the Human Touch Bring Down Our Rates of Cart Abandonment?

Research from SaleCycle shows that when taking a core sample of online shoppers, typically 75.6% will leave their purchases behind.

Cart abandonment is a problem that every online retailer wishes they had a fix for, and yet the savvier our consumers get, the more likely they are to leave their baskets at the till.

This was a big talking point at Performance Marketing Insights: Europe 2014 and cropped up again in the agenda for this year’s event, courtesy of separate presentations from remarketing firm SaleCycle and digital agency Equator, in a joint session with Ve Interactive.

For Equator, it was the case of trying to solve the issue as part of a campaign with Macdonald Hotels. Sean Mahon, affiliate manager at the Glasgow agency, informed PerformanceIN that cart abandonment was still a huge problem for retailers, but that companies could make ground by putting themselves in the customer’s shoes.

“You always need to keep that human element to it,” Mahon commented.

“We can do cool stuff and we can drill right down into your profile and the things you’re doing, but we need to make sure we’re doing everything in a sensitive way as well, and not just aggressively going after customers.”

You can see what else Sean has to say about cart abandonment by watching the full interview below.

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Richard Towey

Richard is a former head of content at PerformanceIN. After many years spent covering developments from the automotive, sports, travel and finance sectors, he eventually turned his full attention to reporting on stories from the fast-evolving world of digital marketing.